Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

PROSPECTS

The pet cat population boomed in China over the review period, more than tripling in size and seeing considerably stronger growth in comparison to the pet dog populations. Similar demographic reasons are supporting growth in the number of pet dogs and cats, including an ageing population and lower birth rates.

Cat treats boom in innovation and demand, with “cat candy” used to boost interaction and cat hydration

Cat treats are not generally viewed as essential products, in contrast to the perception of dog treats as important for training and to fulfil dogs’ need to chew. However, cat treats are increasingly appealing to consumers, due to increasingly indulgent attitudes and a desire to bond with pet cats.

Premiumisation encouraged by Pet Feed Hygiene Regulations and affluent young consumer base with focus on nutrition

Many new cat owners are affluent young adults with a highly indulgent attitude to their pets and a willingness to spend more on achieving optimum nutrition. Those buying cat food are thus generally less price-sensitive in comparison to those buying dog food, particularly as cats are generally smaller than dogs and consume less.

COMPETITIVE LANDSCAPE

Offering a widening range of brands and products, internet retailing is rapidly gaining share in cat food. Apart from offering convenience and a comprehensive product selection, internet retailing is also benefiting from a large number of local new entrants.

Royal Canin benefits from growing number of veterinary clinics while also banking on internet retailing

French brand Royal Canin retained its lead in cat food in 2018 thanks to its strong reputation for offering high-quality products. The company’s promotional activities such as price discounting are encouraging trading up and trial purchases, while it also uses livestreaming to educate owners about how to care for their cats and dogs.

Some of the best performers in 2018 were brands focused on cat treats, with this being the most dynamic category within cat food. Cat owners increasingly seek healthy, innovative and indulgent cat treats in order to build closer bonds and interact with their pets.

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